Client

Drycon

Project

Exhibition

The Brief

We’ve had the privilege of working with international premium retail interior specialist Drycon. Due to exhibit at the Euroshop trade fair in Dusseldorf, the Drycon directors enlisted Newenglish to help communicate what they offer and the way in which they work, by designing their stand from the ground up.

The Thinking

We were provided with a blank canvas in the form of a standard blank exhibition unit. Drycon’s expertise in developing physical spaces allowed us to fully express not only the contemporary nature of their work but also showcase their innovative use of materials.
The floor and 4 metre high walls were skimmed in Drycon’s exclusive Drycon®Crete mix giving the temporary structure a very solid, permanent presence. Our vision was to have the Drycon exhibition feel strong, and vital to the industry. Carefully using materials so often reserved for more imposing structures, the stand stood out within the pop-up surroundings of the expo.
For the stand we also devised a centrepiece in the form of a bespoke 3 metre table made from carefully sourced German timber atop a concrete plinth. This acted as both a gathering point for the Drycon team with potential clients, and also a countertop to promote their partnership with renowned German liqueur distillery Jagermeister (served ice-cold to any keen attendees!).
Drycon’s efficient project management and workflow was represented in a wall graphic demonstrating their approach set within the concrete layer. The visuals cut into the concrete revealed a vibrant blue layer beneath.

The Result

We loved working with Drycon, and on the opening weekend of the trade fair we made the trip over to Dusseldorf to see how they were getting on and get a good look at our design in the flesh… or rather concrete.